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ADVANCED PPC TACTICS Jeff Ferguson // CEO Fang Digital Marketing SMX Advanced 2011

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ADVANCED PPC TACTICSJeff Ferguson // CEO Fang Digital MarketingSMX Advanced 2011

Mr. Holmes, you must WIDEN YOUR GAZE.“ “

Widen your gaze

78% insert copy here. Blah blah blah blah

Reveal the deeper beauty

Then go deeper still

DIGGING IN THE DATA

BIDDING STRATEGY: BEYOND SIMPLE DoW

• Fang Digital Marketing PPC Audit– STRUCTURE

• Campaign Settings– Targeting by Network and Device– Geo-targeting

• Campaigns• Ad Groups• Keywords and keyword grouping

– Branded and non-branded terms• Negative terms• Bids

– CREATIVE• Number of ads• Use of KWI• Landing Pages

– TRACKING• Bidding strategy• Tracking Conversion and ROI• Impression Share and Lost Opportunities

• Fang Digital Marketing PPC Audit– STRUCTURE

• Campaign Settings– Targeting by Network and Device– Geo-targeting

• Campaigns• Ad Groups• Keywords and keyword grouping

– Branded and non-branded terms• Negative terms• Bids

– CREATIVE• Number of ads• Use of KWI• Landing Pages

– TRACKING• Bidding strategy• Tracking Conversion and ROI• Impression Share and Lost Opportunities

BIDDING STRATEGY: BEYOND SIMPLE DoW

BIDDING STRATEGY: BEYOND SIMPLE DoW

• Kernel of an idea…– Upon arrival, informed that

accounts’ revenue followed a very predictable day of week pattern

– However, upon further investigation, the ROI for various accounts was not as consistent

– Lesson learned: Don’t trust anecdotal data

BIDDING STRATEGY: BEYOND SIMPLE DoW

Where was ROI going?

Was trend really based on DoW?

BIDDING STRATEGY: BEYOND SIMPLE DoW

The first pass: high level

Week # Mon Tue Wed Thu Fru Sat Sun1 41.67% 45.31% 51.21% 53.20% 48.51% 50.85% 38.61%2 45.01% 46.15% 50.81% 54.21% 52.32% 52.64% 47.99%3 45.10% 47.31% 42.04% 38.84% 38.94% 47.17% 46.33%4 42.66% 44.90% 46.23% 47.97% 45.20% 45.17% 45.95%5 36.84% 34.29% 27.60% 29.44% 32.51% 38.92% 41.31%

BIDDING STRATEGY: BEYOND SIMPLE DoW

The second pass: a little deeperACCOUNT 1Week # Mon Tue Wed Thu Fri Sat Sun

1 38.47% 38.90% 42.68% 44.34% 44.07% 42.95% 28.65%2 40.68% 41.69% 41.35% 41.87% 43.73% 41.78% 39.87%3 35.71% 41.94% 36.36% 34.60% 37.40% 39.06% 39.73%4 38.93% 35.83% 38.70% 42.89% 46.41% 44.02% 35.94%5 40.65% 39.19% 34.39% 38.37% 37.59% 26.10% 40.12%

ACCOUNT 2Week # Mon Tue Wed Thu Fri Sat Sun

1 25.07% 25.92% 24.43% 23.02% 25.18% 23.48% 19.01%2 24.80% 24.64% 24.20% 24.17% 26.38% 25.55% 22.01%3 22.49% 22.78% 17.63% 18.78% 22.92% 24.52% 22.39%4 25.79% 27.70% 27.34% 27.06% 26.76% 25.48% 24.33%5 23.54% 22.97% 24.62% 24.53% 23.33% 20.57% 21.76%

ACCOUNT 3Week # Mon Tue Wed Thu Fri Sat Sun

1 53.84% 54.54% 44.37% 44.68% 44.21% 40.74% 46.02%2 44.35% 45.10% 41.08% 41.93% 42.91% 39.84% 44.66%3 39.88% 43.99% 35.91% 38.68% 36.20% 32.66% 41.07%4 41.16% 38.99% 37.78% 38.31% 40.66% 33.73% 37.71%5 39.86% 36.41% 32.95% 34.55% 32.94% 17.61% 35.37%

ACCOUNT 4Week # Mon Tue Wed Thu Fri Sat Sun

1 54.45% 56.64% 59.26% 61.15% 62.08% 60.95% 48.25%2 51.90% 51.10% 50.34% 54.31% 58.93% 58.25% 55.39%3 49.17% 54.62% 49.71% 49.53% 51.01% 56.21% 54.34%4 50.38% 51.20% 52.76% 52.57% 54.98% 52.82% 51.95%5 48.26% 47.93% 44.00% 46.77% 47.57% 40.74% 49.86%

BIDDING STRATEGY: BEYOND SIMPLE DoW

The third pass: keep diggingACCOUNT 1Week # Mon Tue Wed Thu Fri Sat Sun

1 38.47% 38.90% 42.68% 44.34% 44.07% 42.95% 28.65%2 40.68% 41.69% 41.35% 41.87% 43.73% 41.78% 39.87%3 35.71% 41.94% 36.36% 34.60% 37.40% 39.06% 39.73%4 38.93% 35.83% 38.70% 42.89% 46.41% 44.02% 35.94%5 40.65% 39.19% 34.39% 38.37% 37.59% 26.10% 40.12%

ACCOUNT 2Week # Mon Tue Wed Thu Fri Sat Sun

1 25.07% 25.92% 24.43% 23.02% 25.18% 23.48% 19.01%2 24.80% 24.64% 24.20% 24.17% 26.38% 25.55% 22.01%3 22.49% 22.78% 17.63% 18.78% 22.92% 24.52% 22.39%4 25.79% 27.70% 27.34% 27.06% 26.76% 25.48% 24.33%5 23.54% 22.97% 24.62% 24.53% 23.33% 20.57% 21.76%

ACCOUNT 3Week # Mon Tue Wed Thu Fri Sat Sun

1 53.84% 54.54% 44.37% 44.68% 44.21% 40.74% 46.02%2 44.35% 45.10% 41.08% 41.93% 42.91% 39.84% 44.66%3 39.88% 43.99% 35.91% 38.68% 36.20% 32.66% 41.07%4 41.16% 38.99% 37.78% 38.31% 40.66% 33.73% 37.71%5 39.86% 36.41% 32.95% 34.55% 32.94% 17.61% 35.37%

ACCOUNT 4Week # Mon Tue Wed Thu Fri Sat Sun

1 54.45% 56.64% 59.26% 61.15% 62.08% 60.95% 48.25%2 51.90% 51.10% 50.34% 54.31% 58.93% 58.25% 55.39%3 49.17% 54.62% 49.71% 49.53% 51.01% 56.21% 54.34%4 50.38% 51.20% 52.76% 52.57% 54.98% 52.82% 51.95%5 48.26% 47.93% 44.00% 46.77% 47.57% 40.74% 49.86%

ACCOUNT 1Week # Mon Tue Wed Thu Fri Sat Sun

1 38.47% 38.90% 42.68% 44.34% 44.07% 42.95% 28.65%2 40.68% 41.69% 41.35% 41.87% 43.73% 41.78% 39.87%3 35.71% 41.94% 36.36% 34.60% 37.40% 39.06% 39.73%4 38.93% 35.83% 38.70% 42.89% 46.41% 44.02% 35.94%5 40.65% 39.19% 34.39% 38.37% 37.59% 26.10% 40.12%

ACCOUNT 2Week # Mon Tue Wed Thu Fri Sat Sun

1 25.07% 25.92% 24.43% 23.02% 25.18% 23.48% 19.01%2 24.80% 24.64% 24.20% 24.17% 26.38% 25.55% 22.01%3 22.49% 22.78% 17.63% 18.78% 22.92% 24.52% 22.39%4 25.79% 27.70% 27.34% 27.06% 26.76% 25.48% 24.33%5 23.54% 22.97% 24.62% 24.53% 23.33% 20.57% 21.76%

ACCOUNT 3Week # Mon Tue Wed Thu Fri Sat Sun

1 53.84% 54.54% 44.37% 44.68% 44.21% 40.74% 46.02%2 44.35% 45.10% 41.08% 41.93% 42.91% 39.84% 44.66%3 39.88% 43.99% 35.91% 38.68% 36.20% 32.66% 41.07%4 41.16% 38.99% 37.78% 38.31% 40.66% 33.73% 37.71%5 39.86% 36.41% 32.95% 34.55% 32.94% 17.61% 35.37%

ACCOUNT 4Week # Mon Tue Wed Thu Fri Sat Sun

1 54.45% 56.64% 59.26% 61.15% 62.08% 60.95% 48.25%2 51.90% 51.10% 50.34% 54.31% 58.93% 58.25% 55.39%3 49.17% 54.62% 49.71% 49.53% 51.01% 56.21% 54.34%4 50.38% 51.20% 52.76% 52.57% 54.98% 52.82% 51.95%5 48.26% 47.93% 44.00% 46.77% 47.57% 40.74% 49.86%

ACCOUNT 1Week # Mon Tue Wed Thu Fri Sat Sun

1 38.47% 38.90% 42.68% 44.34% 44.07% 42.95% 28.65%2 40.68% 41.69% 41.35% 41.87% 43.73% 41.78% 39.87%3 35.71% 41.94% 36.36% 34.60% 37.40% 39.06% 39.73%4 38.93% 35.83% 38.70% 42.89% 46.41% 44.02% 35.94%5 40.65% 39.19% 34.39% 38.37% 37.59% 26.10% 40.12%

ACCOUNT 2Week # Mon Tue Wed Thu Fri Sat Sun

1 25.07% 25.92% 24.43% 23.02% 25.18% 23.48% 19.01%2 24.80% 24.64% 24.20% 24.17% 26.38% 25.55% 22.01%3 22.49% 22.78% 17.63% 18.78% 22.92% 24.52% 22.39%4 25.79% 27.70% 27.34% 27.06% 26.76% 25.48% 24.33%5 23.54% 22.97% 24.62% 24.53% 23.33% 20.57% 21.76%

ACCOUNT 3Week # Mon Tue Wed Thu Fri Sat Sun

1 53.84% 54.54% 44.37% 44.68% 44.21% 40.74% 46.02%2 44.35% 45.10% 41.08% 41.93% 42.91% 39.84% 44.66%3 39.88% 43.99% 35.91% 38.68% 36.20% 32.66% 41.07%4 41.16% 38.99% 37.78% 38.31% 40.66% 33.73% 37.71%5 39.86% 36.41% 32.95% 34.55% 32.94% 17.61% 35.37%

ACCOUNT 4Week # Mon Tue Wed Thu Fri Sat Sun

1 54.45% 56.64% 59.26% 61.15% 62.08% 60.95% 48.25%2 51.90% 51.10% 50.34% 54.31% 58.93% 58.25% 55.39%3 49.17% 54.62% 49.71% 49.53% 51.01% 56.21% 54.34%4 50.38% 51.20% 52.76% 52.57% 54.98% 52.82% 51.95%5 48.26% 47.93% 44.00% 46.77% 47.57% 40.74% 49.86%

ACCOUNT 1Week # Mon Tue Wed Thu Fri Sat Sun

1 38.47% 38.90% 42.68% 44.34% 44.07% 42.95% 28.65%2 40.68% 41.69% 41.35% 41.87% 43.73% 41.78% 39.87%3 35.71% 41.94% 36.36% 34.60% 37.40% 39.06% 39.73%4 38.93% 35.83% 38.70% 42.89% 46.41% 44.02% 35.94%5 40.65% 39.19% 34.39% 38.37% 37.59% 26.10% 40.12%

ACCOUNT 2Week # Mon Tue Wed Thu Fri Sat Sun

1 25.07% 25.92% 24.43% 23.02% 25.18% 23.48% 19.01%2 24.80% 24.64% 24.20% 24.17% 26.38% 25.55% 22.01%3 22.49% 22.78% 17.63% 18.78% 22.92% 24.52% 22.39%4 25.79% 27.70% 27.34% 27.06% 26.76% 25.48% 24.33%5 23.54% 22.97% 24.62% 24.53% 23.33% 20.57% 21.76%

ACCOUNT 3Week # Mon Tue Wed Thu Fri Sat Sun

1 53.84% 54.54% 44.37% 44.68% 44.21% 40.74% 46.02%2 44.35% 45.10% 41.08% 41.93% 42.91% 39.84% 44.66%3 39.88% 43.99% 35.91% 38.68% 36.20% 32.66% 41.07%4 41.16% 38.99% 37.78% 38.31% 40.66% 33.73% 37.71%5 39.86% 36.41% 32.95% 34.55% 32.94% 17.61% 35.37%

ACCOUNT 4Week # Mon Tue Wed Thu Fri Sat Sun

1 54.45% 56.64% 59.26% 61.15% 62.08% 60.95% 48.25%2 51.90% 51.10% 50.34% 54.31% 58.93% 58.25% 55.39%3 49.17% 54.62% 49.71% 49.53% 51.01% 56.21% 54.34%4 50.38% 51.20% 52.76% 52.57% 54.98% 52.82% 51.95%5 48.26% 47.93% 44.00% 46.77% 47.57% 40.74% 49.86%

DIGGING IN THE DATA

• Results– Increased revenue and margin by 10%

within the first month of testing– Increased revenue and margin by 30%

within six months after expanding test across multiple accounts

DIGGING IN THE DATA

• How to do the grid– Useful formulas

• Day of Week (DOW): – =WEEKDAY(CELL#,2)

• Week of Month (WOM): – =INT((DAY(CELL#)-1)/7)+1

DIGGING IN THE DATA

• How to do the grid– Run a pivot table against the new data*

* Data provided here is FPO

DIGGING IN THE DATA

• Warnings…– This only discovers intra-month trends– Does not take into account intra-year seasonality (holidays,

seasons, etc.)– Spikes can skew data, remove very large spikes from equation– Compare daily averages across the month with every month in

a year to ensure that this really is a trend vs. just a regular averaging.

DIGGING IN THE DATA

• Don’t be lazy with your data, be proactive– Get out of the habit of daily tweaking– Move towards analyzing the data to get ahead of the trends– Robots are OK, but don’t become a slave to their charms

• Look for local trends within the data– Seasonality

• Buying seasons, spring thaw, paydays, etc.– Upcoming events

• Festivals, concert season, etc.

• Find your own WoM

In conclusion, PPC tactics are about the DETAILS .*

JEFF FERGUSON \\ Senior Director Online Marketing

[email protected]

@fangdigital & @countxero & @dead_tree_media